Dunkin’ May Get A Latte More Aggressive
The next 24-months are going to be interesting between Starbucks Coffee Company and Dunkin’ Donuts with yesterday’s (Dec 14) purchase of Dunkin’ Donuts by three private equity firms. You can read more about the specifics here. Often with a purchase of this type the purchased company is energized with new leadership, cash and vigor.
That jolt may be directed at coffee competitor Starbucks. Dunkin’ has been aggressively targeting Starbucks, specifically in the northeast of the United States, since Dunkin’s launch of espresso beverages in Sept. ’03. They’ve spent heavy advertising dollar to position themselves as cheaper, faster and more approachable than Starbucks.
Here’s a snippet from espresso section of Dunkin’ Donuts’ product facts:
An Espresso Revolution
Dunkin’ Donuts is firing another ‘shot heard round the world,’ in the form of an espresso shot and igniting a revolt against the tyranny of high prices, long waits and confusing sizes. Dunkin’ Donuts declares all coffee drinkers are created equal and should share in the enjoyment of delicious espressos, lattes and cappuccinos. The espresso revolution liberates customers by offering real and authentic espresso drinks at affordable prices in everyday language.
On their webiste they do a pretty good job in telling their coffee story. But the “Dunkin’ Difference” section of their website is meant to demonstrate how Dunkin’ does coffee their unique way… But what they explain isn’t unique to Dunkin’ – it’s pretty much the same for all specialty coffee retailers…
In large cities such as NYC, Chicago, Atlanta, Seattle and LA people comment that there’s a Starbucks on every corner. However, in New England it’s a different story. Dunkin’ rules the corners especially in much of Connecticut and (thier homestate) Massachusetts.